What eye tracking actually measures
Eye tracking records where people look. It does not automatically tell you what they understood, what they felt, or why they made a decision.
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Eye Tracking
Eye tracking is often sold as a way to see where people look.
After twenty-five years of using it in real research, I think its value is more interesting than that.
It teaches you how easily research can mislead, how much context shapes attention, and why the most useful findings are often the ones nobody expected.
These articles are practical lessons from using eye tracking with real people, real tasks and real decisions.
Getting started
Getting started
Why I still use eye tracking after 25 years
Most methods tell you what people say they did. Eye tracking helps reveal what actually happened before they explain it.
Article coming soon
Better research
Better research
Eye tracking made me a better researcher
The biggest benefit was not better charts. It was learning to recruit, brief, observe and facilitate without accidentally leading the participant.
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Why I rarely use heat maps
Heat maps can be useful, but they often hide the behaviour that matters most. The interesting question is rarely where people looked in aggregate.
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Lessons from practice
Lessons from practice
Retrospective recall
A practical way to use gaze replay to help participants explain what they noticed, missed, expected and misunderstood.
Article coming soon
The free prizes
Research starts with a question. The real value often comes from the unexpected behaviours and assumptions exposed along the way.
Article coming soon